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15 Cards in this Set
- Front
- Back
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Deceptive Advertising
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-misleading
-choice influencing |
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Comparative Advertising
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-Claiming Superiority to competitors
-legal if truthful |
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FDA Disclosures
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statement given to help clarify ad claims
-drug side effects |
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Institutional ads
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create a favorable image, goodwill
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classified ads
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local, recruit employees, sell merchandise /service
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Vertical Co-op
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manufacturer provides complete ad & share costs
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Horizontal Co-op
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firms in same business or part of town
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Regional, National, Global Ads
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direct mail, internet
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Perception
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the meaning we attach to a stimuli
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Cognition
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comprehending the stimulus
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Product positioning
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where is your brand in relation to the competition
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Ethnography
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living in a culture to learn more about it
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Qualitative methods
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-in depth interviews
-focus groups -projective technique |
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Quantitative methods
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-experiment
-observation -survey |
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Philanthropy
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support of a cause without commercial incentive
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